Dominate SERPs by focusing on the Topics, Instead of Keywords!
- Digital Bajji
- Mar 22, 2022
- 2 min read
Make sure that you have to work on these 5 points to do these,
The end intent is to fit the best content conceivable for the user to sweeten their search experience.
With this in mind, it is even more important now to focus on creating a topic structure that meets the needs of a user’s various stages of the buyer’s journey instead of just what keywords are being used on a page.
1. Start With A Strategy
The most important thing you can do for your site when either building it or rethinking its structure is to take a step back and strategize the topics you need to focus on.
By looking at the broader aspects of your offerings and identifying a top-level topic for that offering, you will have a better understanding of your needs.
After you have an idea of what your main topic focuses need to be you can follow the standard keyword research process.
The main catch is that you want to expand that research to encompass more semantically relevant terms related to the topic, not just the main keyword.
2. Research Your Competitors
Once you understand what content you need to have to perform well for a topic, start looking into who ranks well in these spaces.
Look at how they are delivering their content and what the site structure looks like surrounding that topic. This information will give you a baseline blueprint when working on your site.
Now, with that being said, do not copy your competitor’s content. Use it as a guide, but plagiarizing content will do nothing but hurt you in the end.
As cliche as it may sound, you are looking to identify what your competitors are doing well and then do it better.
3. Consider Intent
As search engines have evolved over the years, especially with the recent rollout of BERT by Google, it is important to understand the intent behind the queries you are creating content around to target.
4. Don’t Forget Site Structure
It is important to organize your content in a way that makes sense to crawlers and shows that you are an authority in a given subject.
If search engines see that you are creating more relevant content around a given subject, you should see more improved results around these terms.
Don’t forget to take a look at your competitors that are performing well to see if there are any insights you can glean from their site structure.
No need to reinvent the wheel and you might gain some more info on how to expand your coverage of a topic in the process.
5. Dominate with your quality content over Quantity
As Google has implemented more intelligent ways to process and return content to match user queries, it’s important to create a logical topical structure on your site to make it easier to process this content.
This gives your content creators a north star to guide their writing efforts.
Ensure that your content answers the promise made to the reader completely and with clarity. Avoid fluff, jargon, and wasted words.
Remember, it’s all about quality over quantity!
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